消費者的需求課件

消費者的需求課件消費者的需求課件1PatternsofConsumption70%ofhouseholdbudgetsisspentonhousing,transportationandfood.“Essential”itemshavechangedfromyearsago.消費的類型

住宅、交通費用、食品支出，三者占百分之七十，大部分的人都認為這些支出，係支用於必需品上

PatternsofConsumption70%of2HowtheConsumerDollar

IsSpentHousing(shelter,furnishings,upkeep)36.4Transportation21.3Food14.9Clothing4.9Medicalcare6.1Othergoodsandservices11.0Entertainment5.4HowtheConsumerDollar

IsSp3DeterminantsofDemandWhatdetermineswhatwebuy?需求決定的因子

嗜好（對這個財貨以及其他財貨慾望）所得（消費者的所得）預(yù)期（對所得﹑價格及嗜好預(yù)期）其他財貨（其他財貨的存在以及其價格）在市場上消費者人數(shù)多寡DeterminantsofDemandWhatdet4TheSociopsychiatricExplanationThedesireforgoodsandservicesarisesfromourneedsforsocialacceptance,security,andegogratification.TheSociopsychiatricExplanati5TheSociopsychiatricExplanation“KeepingupwiththeJoneses”SelfpreservationExpressionsofaffluenceTheSociopsychiatricExplanati6AffluentTeenagers0102030405060708090100PercentofTeensOwningItemTelevision84%Stereo81%Computer77%Videogamesystem64%CDburner49%Cellphone47%In-lineskates34%DigitalCamera27%Auto37%DVDplayer61%Pager/beeper9%AffluentTeenagers0102030405067TheEconomicExplanationDemand–Theabilityandwillingnesstobuyspecificquantitiesofagoodatalternativepricesinagiventimeperiod,ceterisparibus.經(jīng)濟學(xué)家強調(diào)，我們說某一個人對財貨有需求，是指那個人一定要有能力以及意願，在那個價格水準之下來購買。TheEconomicExplanationDemand8DeterminantsofMarketDemandTastes—desireforthisandothergoods嗜好（對這個財貨以及其他財貨慾望）Ifastudysaysicecreamisgoodforyou,thedemandforicecreamwouldincrease.DeterminantsofMarketDemandT9DeterminantsofMarketDemandIncome(oftheconsumer)所得（消費者的所得）Ifyouwonthelotteryyoumightbuymoreicecream.Thedemandforicecreamwouldincrease,shiftingthedemandcurvetotheright.DeterminantsofMarketDemand10DeterminantsofMarketDemandExpectations(forincome,prices,tastes)預(yù)期（對所得﹑價格及嗜好預(yù)期）Ifyouknewyouweregoingtogetrichsoonyoumightdepletesavingstobuymoreicecreamnow.Increasesthedemandforicecream.DeterminantsofMarketDemand11二、深入學(xué)習(xí)：小提示96：需要與應(yīng)聘者談?wù)摯_認書的細節(jié)。B要根據(jù)不同的季節(jié)組織、參加不同的體育活動。（4）救人時，要先弄清頭部的位置，先使頭部露出，清除口、鼻內(nèi)的異物，再將胸、腹部露出。請同學(xué)們選擇自己感興趣食物來研究，討論下你想用什么方法研究食物是不是變質(zhì)了。如果這一環(huán)節(jié)處理得好，就可以順利地進入下一環(huán)節(jié)，也就是說，可以與客戶簽訂合同了。1.制定開發(fā)潛在客戶的方案老師提意：用我們搜集的材料制作一期《注意交通安全》的黑板報，向更多的老師和同學(xué)宣傳有關(guān)交通安全的知識。 有同事一起參加面試，你可以多一份對應(yīng)聘者的寶貴意見。 將最后候選人名單上的應(yīng)聘者再進行比較，決出優(yōu)勝者；DeterminantsofMarketDemandOthergoods(theiravailabilityandprices)其他財貨（其他財貨的存在以及其價格）Ifthepriceofchocolatecandybarsincreased,youmightbuyicecreaminsteadofacandybar.Increasesthedemandforicecream.二、深入學(xué)習(xí)：DeterminantsofMark12DeterminantsofMarketDemandThenumberofconsumersinthemarket.在市場上消費者人數(shù)多寡Ifthenumberofbuyersintheicecreammarketincreased,thedemandforicecreamwouldalsoincrease.DeterminantsofMarketDemand13MarketDemandThetotalquantitiesofagoodorservicepeoplearewillingandabletobuyatalternativepricesinagiventimeperiod.Marketdemandisthesumofindividualdemands.MarketDemandThetotalquantit14UtilityTheory（效用理論）Economistsassumethatthemorepleasureaproductgives,thehigherpricebuyersarewillingtopay.如果這個產(chǎn)品給我們更多的快樂，我們會對這些產(chǎn)品所支付的錢越高。例如在看電影前，有一包爆米花，能夠真正給你，討你喜歡，那你會真的有意願購買。UtilityTheory（效用理論）Economist15UtilityTheoryStudentswholikebutterarewillingtopaymoreforbutteredpopcornthannon-butteredpopcornbecauseitoffersmoretotalutility.UtilityTheoryStudentswholi16Totalvs.MarginalUtilityUtilityisthepleasureorsatisfactionobtainedfromgoodorservice.從財貨或勞務(wù)中獲得的滿足或喜樂Totalutilityistheamountofsatisfactionobtainedfromentireconsumptionofaproduct.總效用則是指全部消費這項產(chǎn)品帶給你消費的滿足

Totalvs.MarginalUtilityUtil17Totalvs.MarginalUtilityMarginalutilityisthechangeintotalutilityobtainedbyconsumingoneadditional(marginal)unitofagoodorservice.邊際效用是指針對某一個財貨，消費最後一個單位所帶來給你的滿足。Totalvs.MarginalUtilityMarg18Totalvs.MarginalUtilityMarginalutilityisthechangeintotalutilityobtainedbyconsumingoneadditional(marginal)unitofagoodorservice.Totalvs.MarginalUtilityMarg19LawofDiminishingMarginalUtilityThemarginalutilityofagooddeclinesasmoreofitisconsumedinagiventimeperiod.在一定的時間內(nèi)，乙個產(chǎn)品的邊際效用會隨著消費量的增加而減少。我們假定每張嘴巴所吃的東西會產(chǎn)生興趣遞減，例如第一包爆米花，會帶來感覺上的滿足，但是第二包跟第三包吃下去後，有可能帶給你不舒服的感覺，

LawofDiminishingMarginalUt20LawofDiminishingMarginalUtilityAstudentwhoenjoyspopcorncaneatallhewantsforfree.Thefirstboxconsumedisrewarding.Thesecondboxgood.Athirdboxdecent,etc.Aftereatingasixthbox,hegetssick.LawofDiminishingMarginalUt21LawofDiminishingMarginalUtilityDidthesixthboxincreasehissatisfaction?No,ithadanegativemarginalutility.LawofDiminishingMarginalUt22LawofDiminishingMarginalUtilityAslongasthemarginalutilityispositive,theconsumerreceivesadditionalsatisfactionandtotalutilityincreases.LawofDiminishingMarginalUt23LawofDiminishingMarginalUtilityAdditionalquantitiesofagoodyieldincreasinglysmallerincrementsofsatisfaction.LawofDiminishingMarginalUt24假的4．處理異議的方法誤解教學(xué)過程：（8）準備應(yīng)急藥品，如感冒藥、黃連素、消炎藥、創(chuàng)可貼等。突出工作的誘人之處，因為能否吸引住最優(yōu)秀的人選只是一霎那間的事。例如招聘市場部經(jīng)理的廣告：銷售人員就問他：“您喜歡聽哪方面的音樂？”第二，要注意車輛的顏色搭配，展示區(qū)域的車輛不能只有一種顏色，幾種顏色搭配效果會更好一些。如果經(jīng)過失水后，效果不明顯，就要立即進行人工呼吸和胸外心臟擠壓等急救措施，在醫(yī)務(wù)人員來到現(xiàn)場之前，要堅持做下去。DeclineintotalutilityNegativemarginalutilityRisingtotalutility1023465QUANTITYOFPOPCORNTOTALUTILITY(utilitypershow)TotalutilityDiminishingmarginalutility5Marginalutility102346QUANTITYOFPOPCORNMARGINALUTILITY(utilityperbox)Totalvs.MarginalUtility假的DeclineintotalutilityNega25UtilityTheory

效用理論

Anabsolutemeasureofutilityisnotpossiblebecausetheperceptionofsatisfactiondiffersamongindividuals.效用沒有絕對衡量的標準,這是因為每一個人的標準不一。UtilityTheory

效用理論Anabsolut26UtilityTheoryDiminishingmarginalutilityisacommonexperience.Itisasufficientbasisforeconomicpredictionsofconsumerbehavior.UtilityTheoryDiminishingmarg27UtilityTheoryWhydowewastewatereventhoughitisvitaltohumanlife?Weconsumesomuchwaterthatadditionalwaterofferslittle(ifany)marginalutility.水的邊際效用比較少UtilityTheoryWhydowewaste28PriceandQuantity

價格與數(shù)量

Manyforcesdeterminehowmuchwearewillingtobuy.PriceandQuantity

價格與數(shù)量Many29PriceandQuantityEconomistsfocusontherelationshipbetweenpriceandquantityratherthantryingtoexplainalltheforcesatonce.Thisistheceterisparibusassumption.PriceandQuantityEconomistsf30LawofDemandTheconceptsofmarginalutilityandceterisparibusexplainthedownwardslopeofthedemandcurve.

邊際效用以及其他不變的假設(shè)下,用以解釋需求曲線係向右下方延伸的曲線LawofDemandTheconceptsof31LawofDemandWithgivenincome,taste,expectations,andpricesofothergoodsandservices,peoplearewillingtobuyadditionalquantitiesofagoodonlyifitspricefalls.在所得、嗜好、預(yù)期、其他財貨不變的假設(shè)下，如果價格下跌，消費者會增加購買數(shù)量。LawofDemandWithgivenincom32LawofDemandThehigherthemarginalutility,themoreyouarewillingtopay.邊際效用愈高，吾人支付較多LawofDemandThehigherthem33LawofDemandDiminishingmarginalutilityexplainswhypricemustdecreaseinorderforyoutocontinuetobuyagoodorservice.LawofDemandDiminishingmarg34LawofDemandAccordingtothelawofdemand,thequantityofagooddemandedinagiventimeperiodincreasesasitspricefalls,ceterisparibus.LawofDemandAccordingtothe35DemandScheduleDemandSchedule36DemandCurveThequantitiesofagoodaconsumeriswillingandabletobuyatalternativepricesinagiventimeperiod,ceterisparibus.DemandCurveThequantitiesof37246810121416182022242628303200.000.250.300.350.400.450.50$0.55AQUANTITYDEMANDED(ouncespershow)PRICE(perounce)BCDGFHIJEAsmarginalutilitydeclines,sodoesthewillingnesstopayDemandCurve24681012141618202224262830320038學(xué)校以及接受學(xué)生參加教育教學(xué)活動的單位必須采取有效措施，為學(xué)生活動提供安全保障。5、門診醫(yī)保病人看病先行醫(yī)保證、醫(yī)?？ㄅR時性保管，然后對各種單據(jù)蓋章，告知病人先去看病、檢查、取藥、治療，待系統(tǒng)恢復(fù)正常后，補登所有信息，打印正式收據(jù)，與醫(yī)保病人結(jié)算完畢后，退回醫(yī)保證和醫(yī)?？ā?.對在學(xué)校安全工作中成績顯著或者做出突出貢獻的單位和個人，視情況分別給予表彰、獎勵。加堿操作與加酸相同。常用的堿為氫氧化銨（氨水），因為它是弱堿，對成分的破壞較弱，易于控制其用量，且加熱后即可除去，不產(chǎn)生殘留。有時也選用碳酸鈣、氫氧化鈣、碳酸鈉等。碳酸鈣為不溶性的堿劑，能除去很多雜質(zhì)，如鞣質(zhì)、有機酸、樹脂、色素等，使用比較安全，在浸提生物堿或皂甙時常用。氫氧化鈣與碳酸鈣作用相似，只是微溶于水，而且堿性稍強。碳酸鈉有較強的堿性，只限用于某些穩(wěn)定的有效成分的浸提。一、學(xué)校安全工作職責(zé)5、門診醫(yī)保病人看病先行醫(yī)保證、醫(yī)?？ㄅR時性保管，然后對各種單據(jù)蓋章，告知病人先去看病、檢查、取藥、治療，待系統(tǒng)恢復(fù)正常后，補登所有信息，打印正式收據(jù)，與醫(yī)保病人結(jié)算完畢后，退回醫(yī)保證和醫(yī)?？ā?、對本單位發(fā)生的火災(zāi)事故，積極組織撲救，并責(zé)成有關(guān)人員查明事故原因，限期整改。7.體育課或課外鍛煉中，凡出現(xiàn)受傷情況，應(yīng)及時送往校醫(yī)務(wù)室或醫(yī)院，并及時向校長室匯報。（1）浸潤滲透第二條：現(xiàn)金和貴重物品應(yīng)妥善保管，數(shù)量較多的現(xiàn)金應(yīng)存入銀行，貴重物品應(yīng)加鎖保管。學(xué)校安全防盜制度及責(zé)任制動植物藥材大多具有細胞結(jié)構(gòu)，藥材的大部分生物活性成分就存在于細胞液中。新鮮藥材經(jīng)采收干燥后，細胞組織內(nèi)水分蒸發(fā)，液泡中的活性物質(zhì)沉積于細胞內(nèi)，細胞壁皺縮并形成裂隙，細胞內(nèi)形成空腔，藥材切片粉碎時，部分細胞壁破裂，比表面積增加，空腔和裂隙與溶媒接觸，滲透；同時藥材中有很多帶極性基團物質(zhì)，如蛋白質(zhì)、果膠、糖類、纖維素等，能與水和醇等極性較強的溶劑親和，使溶媒易于向細胞內(nèi)部滲透擴散。PriceElasticity

價格彈性

Theresponseofconsumerstoachangeinpriceismeasuredbythepriceelasticityofdemand.需要價格彈性是指需要的數(shù)量變化的百分比，比上價格變化百分比

學(xué)校以及接受學(xué)生參加教育教學(xué)活動的單位必須采取有效措施，為學(xué)39PriceElasticityThepriceelasticityofdemandisthepercentagechangeinquantitydemandeddividedbythepercentagechangeinprice.PriceElasticityThepriceela40PriceElasticityThepriceofpopcorngoesup20%andthequantitydemandedgoesdown10%.(E)=percentagechangeinquantitydemandedpercentagechangeinprice=–10%20%–0.5=Theelasticityis:PriceElasticityThepriceofp41Elasticvs.InelasticDemandDemandcanbeelastic,inelastic,orunitaryelastic.有彈性的沒彈性的，以及單一彈性。

Elasticvs.InelasticDemandDe42ElasticDemandDemandiselasticiftheabsolutevalueofEisgreaterthan1.Consumerresponseislargerelativetochangeinprice.如果價格彈性大於一，我們說需求是有彈性的，消費者對購買量的變動大於價格的變動ElasticDemandDemandiselasti43InelasticDemandDemandisinelasticiftheabsolutevalueofEislessthan1.如果需要價格彈性少於一，我們說需求是沒有彈性的，例如前面研究爆米花彈性是0.5

Consumersarenotveryresponsivetopricechanges.InelasticDemandDemandisinel44UnitaryElasticDemandDemandisunitaryelasticiftheabsolutevalueofEequals1.Thepercentagechangeinquantitydemandedisequaltothepercentagechangeinprice.如果價格彈性等於一，我們稱需求為單一彈性，在這例子裡面，需要數(shù)量變化百分比，比價格變化百分比完全相同，需要變化數(shù)量百分比價格數(shù)量相同。

UnitaryElasticDemandDemandi45ElasticityEstimatesElasticityEstimates46ElasticityEstimatesProductsthathaveelasticdemandsareairlinetravel,freshfishandnewcars.Productsthathaveinelasticdemandarecigarettes,gasolineandcoffee.ElasticityEstimatesProductst47PriceElasticityandTotalRevenue

價格彈性及總收益

Priceelasticityexplainswhyproducerscannotchargethehighestpossibleprice.Higherpricesmayactuallylowertotalsalesrevenue.生產(chǎn)者以較高的價格來定價的這種觀念是不對的

PriceElasticityandTotalRev48PriceElasticityandTotalRevenueTotalrevenue—thepriceofaproductmultipliedbythequantitysoldinagiventimeperiod.Totalrevenue=priceXquantitysold總收益

＝

價格

╳

賣出去數(shù)量

PriceElasticityandTotalRev49ElasticityandTotalRevenueElasticityandTotalRevenue50246810121416182022242628303200.000.250.300.350.400.450.50$0.55QUANTITYDEMANDED(ouncespershow)PRICE(perounce)GElasticityandTotalRevenuePricecutsincreasetotalrevenueifE>1.FTotalrevenue=$3.00Totalrevenue=$3.20Totalrevenue=$3.00HPricecutsdecreasetotalrevenueifE<1.24681012141618202224262830320051ElasticityandTotalRevenuePricecutsreducetotalrevenueifdemandispriceinelastic.Pricecutsincreasetotalrevenueifdemandispriceelastic.Pricecutsdonotchangetotalrevenueifdemandisunitaryelastic.ElasticityandTotalRevenuePr52DeterminantsofElasticity

彈性決定因素

Differencesinpriceelasticityareexplainedbyseveralfactors:Necessitiesvs.luxuries（必需品及奢侈品）

Availabilityofsubstitutes（代替品的程度）

Relativeprice（價格相對所得的影響）

DeterminantsofElasticity

彈性53Necessitiesvs.LuxuriesSomegoodsaresocriticaltooureverydaylifethatweregardthemasnecessities.Demandfornecessitiesisrelativelyinelastic.Necessitiesvs.LuxuriesSomeg54Necessitiesvs.LuxuriesAluxury

goodissomethingwe’dliketohavebutaren’tlikelytobuyunlessourincomejumpsorthepricedeclinessharply.Necessitiesvs.LuxuriesAluxu55AvailabilityofSubstitutesThegreatertheavailabilityofsubstitutes,thehigherthepriceelasticityofdemand.AvailabilityofSubstitutesThe56RelativePriceElasticityincreasesasthepriceoftheproductincreasesrelativetotheconsumer’sincome.RelativePriceElasticityincre57CaveatEmptor:TheRoleofAdvertisingAdvertisingcampaignsareoftendesignedtoexploitoursensesandlackofknowledge.CaveatEmptor:TheRoleofAdv58AreWantsCreated?Advertisingisnottheonlyreasonconsumptionhasincreased.Personalityandsocialinteractiondynamicshavechangedhowmuchweconsume.AreWantsCreated?Advertising59AreWantsCreated?Asuccessfuladvertisingcampaignisonethatshiftsthedemandcurvetotheright.從事廣告活動旨在促使需求曲線向右移動AreWantsCreated?Asuccessful60消費者的需求課件消費者的需求課件61PatternsofConsumption70%ofhouseholdbudgetsisspentonhousing,transportationandfood.“Essential”itemshavechangedfromyearsago.消費的類型

住宅、交通費用、食品支出，三者占百分之七十，大部分的人都認為這些支出，係支用於必需品上

PatternsofConsumption70%of62HowtheConsumerDollar

IsSpentHousing(shelter,furnishings,upkeep)36.4Transportation21.3Food14.9Clothing4.9Medicalcare6.1Othergoodsandservices11.0Entertainment5.4HowtheConsumerDollar

IsSp63DeterminantsofDemandWhatdetermineswhatwebuy?需求決定的因子

嗜好（對這個財貨以及其他財貨慾望）所得（消費者的所得）預(yù)期（對所得﹑價格及嗜好預(yù)期）其他財貨（其他財貨的存在以及其價格）在市場上消費者人數(shù)多寡DeterminantsofDemandWhatdet64TheSociopsychiatricExplanationThedesireforgoodsandservicesarisesfromourneedsforsocialacceptance,security,andegogratification.TheSociopsychiatricExplanati65TheSociopsychiatricExplanation“KeepingupwiththeJoneses”SelfpreservationExpressionsofaffluenceTheSociopsychiatricExplanati66AffluentTeenagers0102030405060708090100PercentofTeensOwningItemTelevision84%Stereo81%Computer77%Videogamesystem64%CDburner49%Cellphone47%In-lineskates34%DigitalCamera27%Auto37%DVDplayer61%Pager/beeper9%AffluentTeenagers01020304050667TheEconomicExplanationDemand–Theabilityandwillingnesstobuyspecificquantitiesofagoodatalternativepricesinagiventimeperiod,ceterisparibus.經(jīng)濟學(xué)家強調(diào)，我們說某一個人對財貨有需求，是指那個人一定要有能力以及意願，在那個價格水準之下來購買。TheEconomicExplanationDemand68DeterminantsofMarketDemandTastes—desireforthisandothergoods嗜好（對這個財貨以及其他財貨慾望）Ifastudysaysicecreamisgoodforyou,thedemandforicecreamwouldincrease.DeterminantsofMarketDemandT69DeterminantsofMarketDemandIncome(oftheconsumer)所得（消費者的所得）Ifyouwonthelotteryyoumightbuymoreicecream.Thedemandforicecreamwouldincrease,shiftingthedemandcurvetotheright.DeterminantsofMarketDemand70DeterminantsofMarketDemandExpectations(forincome,prices,tastes)預(yù)期（對所得﹑價格及嗜好預(yù)期）Ifyouknewyouweregoingtogetrichsoonyoumightdepletesavingstobuymoreicecreamnow.Increasesthedemandforicecream.DeterminantsofMarketDemand71二、深入學(xué)習(xí)：小提示96：需要與應(yīng)聘者談?wù)摯_認書的細節(jié)。B要根據(jù)不同的季節(jié)組織、參加不同的體育活動。（4）救人時，要先弄清頭部的位置，先使頭部露出，清除口、鼻內(nèi)的異物，再將胸、腹部露出。請同學(xué)們選擇自己感興趣食物來研究，討論下你想用什么方法研究食物是不是變質(zhì)了。如果這一環(huán)節(jié)處理得好，就可以順利地進入下一環(huán)節(jié)，也就是說，可以與客戶簽訂合同了。1.制定開發(fā)潛在客戶的方案老師提意：用我們搜集的材料制作一期《注意交通安全》的黑板報，向更多的老師和同學(xué)宣傳有關(guān)交通安全的知識。 有同事一起參加面試，你可以多一份對應(yīng)聘者的寶貴意見。 將最后候選人名單上的應(yīng)聘者再進行比較，決出優(yōu)勝者；DeterminantsofMarketDemandOthergoods(theiravailabilityandprices)其他財貨（其他財貨的存在以及其價格）Ifthepriceofchocolatecandybarsincreased,youmightbuyicecreaminsteadofacandybar.Increasesthedemandforicecream.二、深入學(xué)習(xí)：DeterminantsofMark72DeterminantsofMarketDemandThenumberofconsumersinthemarket.在市場上消費者人數(shù)多寡Ifthenumberofbuyersintheicecreammarketincreased,thedemandforicecreamwouldalsoincrease.DeterminantsofMarketDemand73MarketDemandThetotalquantitiesofagoodorservicepeoplearewillingandabletobuyatalternativepricesinagiventimeperiod.Marketdemandisthesumofindividualdemands.MarketDemandThetotalquantit74UtilityTheory（效用理論）Economistsassumethatthemorepleasureaproductgives,thehigherpricebuyersarewillingtopay.如果這個產(chǎn)品給我們更多的快樂，我們會對這些產(chǎn)品所支付的錢越高。例如在看電影前，有一包爆米花，能夠真正給你，討你喜歡，那你會真的有意願購買。UtilityTheory（效用理論）Economist75UtilityTheoryStudentswholikebutterarewillingtopaymoreforbutteredpopcornthannon-butteredpopcornbecauseitoffersmoretotalutility.UtilityTheoryStudentswholi76Totalvs.MarginalUtilityUtilityisthepleasureorsatisfactionobtainedfromgoodorservice.從財貨或勞務(wù)中獲得的滿足或喜樂Totalutilityistheamountofsatisfactionobtainedfromentireconsumptionofaproduct.總效用則是指全部消費這項產(chǎn)品帶給你消費的滿足

Totalvs.MarginalUtilityUtil77Totalvs.MarginalUtilityMarginalutilityisthechangeintotalutilityobtainedbyconsumingoneadditional(marginal)unitofagoodorservice.邊際效用是指針對某一個財貨，消費最後一個單位所帶來給你的滿足。Totalvs.MarginalUtilityMarg78Totalvs.MarginalUtilityMarginalutilityisthechangeintotalutilityobtainedbyconsumingoneadditional(marginal)unitofagoodorservice.Totalvs.MarginalUtilityMarg79LawofDiminishingMarginalUtilityThemarginalutilityofagooddeclinesasmoreofitisconsumedinagiventimeperiod.在一定的時間內(nèi)，乙個產(chǎn)品的邊際效用會隨著消費量的增加而減少。我們假定每張嘴巴所吃的東西會產(chǎn)生興趣遞減，例如第一包爆米花，會帶來感覺上的滿足，但是第二包跟第三包吃下去後，有可能帶給你不舒服的感覺，

LawofDiminishingMarginalUt80LawofDiminishingMarginalUtilityAstudentwhoenjoyspopcorncaneatallhewantsforfree.Thefirstboxconsumedisrewarding.Thesecondboxgood.Athirdboxdecent,etc.Aftereatingasixthbox,hegetssick.LawofDiminishingMarginalUt81LawofDiminishingMarginalUtilityDidthesixthboxincreasehissatisfaction?No,ithadanegativemarginalutility.LawofDiminishingMarginalUt82LawofDiminishingMarginalUtilityAslongasthemarginalutilityispositive,theconsumerreceivesadditionalsatisfactionandtotalutilityincreases.LawofDiminishingMarginalUt83LawofDiminishingMarginalUtilityAdditionalquantitiesofagoodyieldincreasinglysmallerincrementsofsatisfaction.LawofDiminishingMarginalUt84假的4．處理異議的方法誤解教學(xué)過程：（8）準備應(yīng)急藥品，如感冒藥、黃連素、消炎藥、創(chuàng)可貼等。突出工作的誘人之處，因為能否吸引住最優(yōu)秀的人選只是一霎那間的事。例如招聘市場部經(jīng)理的廣告：銷售人員就問他：“您喜歡聽哪方面的音樂？”第二，要注意車輛的顏色搭配，展示區(qū)域的車輛不能只有一種顏色，幾種顏色搭配效果會更好一些。如果經(jīng)過失水后，效果不明顯，就要立即進行人工呼吸和胸外心臟擠壓等急救措施，在醫(yī)務(wù)人員來到現(xiàn)場之前，要堅持做下去。DeclineintotalutilityNegativemarginalutilityRisingtotalutility1023465QUANTITYOFPOPCORNTOTALUTILITY(utilitypershow)TotalutilityDiminishingmarginalutility5Marginalutility102346QUANTITYOFPOPCORNMARGINALUTILITY(utilityperbox)Totalvs.MarginalUtility假的DeclineintotalutilityNega85UtilityTheory

效用理論

Anabsolutemeasureofutilityisnotpossiblebecausetheperceptionofsatisfactiondiffersamongindividuals.效用沒有絕對衡量的標準,這是因為每一個人的標準不一。UtilityTheory

效用理論Anabsolut86UtilityTheoryDiminishingmarginalutilityisacommonexperience.Itisasufficientbasisforeconomicpredictionsofconsumerbehavior.UtilityTheoryDiminishingmarg87UtilityTheoryWhydowewastewatereventhoughitisvitaltohumanlife?Weconsumesomuchwaterthatadditionalwaterofferslittle(ifany)marginalutility.水的邊際效用比較少UtilityTheoryWhydowewaste88PriceandQuantity

價格與數(shù)量

Manyforcesdeterminehowmuchwearewillingtobuy.PriceandQuantity

價格與數(shù)量Many89PriceandQuantityEconomistsfocusontherelationshipbetweenpriceandquantityratherthantryingtoexplainalltheforcesatonce.Thisistheceterisparibusassumption.PriceandQuantityEconomistsf90LawofDemandTheconceptsofmarginalutilityandceterisparibusexplainthedownwardslopeofthedemandcurve.

邊際效用以及其他不變的假設(shè)下,用以解釋需求曲線係向右下方延伸的曲線LawofDemandTheconceptsof91LawofDemandWithgivenincome,taste,expectations,andpricesofothergoodsandservices,peoplearewillingtobuyadditionalquantitiesofagoodonlyifitspricefalls.在所得、嗜好、預(yù)期、其他財貨不變的假設(shè)下，如果價格下跌，消費者會增加購買數(shù)量。LawofDemandWithgivenincom92LawofDemandThehigherthemarginalutility,themoreyouarewillingtopay.邊際效用愈高，吾人支付較多LawofDemandThehigherthem93LawofDemandDiminishingmarginalutilityexplainswhypricemustdecreaseinorderforyoutocontinuetobuyagoodorservice.LawofDemandDiminishingmarg94LawofDemandAccordingtothelawofdemand,thequantityofagooddemandedinagiventimeperiodincreasesasitspricefalls,ceterisparibus.LawofDemandAccordingtothe95DemandScheduleDemandSchedule96DemandCurveThequantitiesofagoodaconsumeriswillingandabletobuyatalternativepricesinagiventimeperiod,ceterisparibus.DemandCurveThequantitiesof97246810121416182022242628303200.000.250.300.350.400.450.50$0.55AQUANTITYDEMANDED(ouncespershow)PRICE(perounce)BCDGFHIJEAsmarginalutilitydeclines,sodoesthewillingnesstopayDemandCurve24681012141618202224262830320098學(xué)校以及接受學(xué)生參加教育教學(xué)活動的單位必須采取有效措施，為學(xué)生活動提供安全保障。5、門診醫(yī)保病人看病先行醫(yī)保證、醫(yī)?？ㄅR時性保管，然后對各種單據(jù)蓋章，告知病人先去看病、檢查、取藥、治療，待系統(tǒng)恢復(fù)正常后，補登所有信息，打印正式收據(jù)，與醫(yī)保病人結(jié)算完畢后，退回醫(yī)保證和醫(yī)保卡。1.對在學(xué)校安全工作中成績顯著或者做出突出貢獻的單位和個人，視情況分別給予表彰、獎勵。加堿操作與加酸相同。常用的堿為氫氧化銨（氨水），因為它是弱堿，對成分的破壞較弱，易于控制其用量，且加熱后即可除去，不產(chǎn)生殘留。有時也選用碳酸鈣、氫氧化鈣、碳酸鈉等。碳酸鈣為不溶性的堿劑，能除去很多雜質(zhì)，如鞣質(zhì)、有機酸、樹脂、色素等，使用比較安全，在浸提生物堿或皂甙時常用。氫氧化鈣與碳酸鈣作用相似，只是微溶于水，而且堿性稍強。碳酸鈉有較強的堿性，只限用于某些穩(wěn)定的有效成分的浸提。一、學(xué)校安全工作職責(zé)5、門診醫(yī)保病人看病先行醫(yī)保證、醫(yī)保卡臨時性保管，然后對各種單據(jù)蓋章，告知病人先去看病、檢查、取藥、治療，待系統(tǒng)恢復(fù)正常后，補登所有信息，打印正式收據(jù)，與醫(yī)保病人結(jié)算完畢后，退回醫(yī)保證和醫(yī)?？?。6、對本單位發(fā)生的火災(zāi)事故，積極組織撲救，并責(zé)成有關(guān)人員查明事故原因，限期整改。7.體育課或課外鍛煉中，凡出現(xiàn)受傷情況，應(yīng)及時送往校醫(yī)務(wù)室或醫(yī)院，并及時向校長室匯報。（1）浸潤滲透第二條：現(xiàn)金和貴重物品應(yīng)妥善保管，數(shù)量較多的現(xiàn)金應(yīng)存入銀行，貴重物品應(yīng)加鎖保管。學(xué)校安全防盜制度及責(zé)任制動植物藥材大多具有細胞結(jié)構(gòu)，藥材的大部分生物活性成分就存在于細胞液中。新鮮藥材經(jīng)采收干燥后，細胞組織內(nèi)水分蒸發(fā)，液泡中的活性物質(zhì)沉積于細胞內(nèi)，細胞壁皺縮并形成裂隙，細胞內(nèi)形成空腔，藥材切片粉碎時，部分細胞壁破裂，比表面積增加，空腔和裂隙與溶媒接觸，滲透；同時藥材中有很多帶極性基團物質(zhì)，如蛋白質(zhì)、果膠、糖類、纖維素等，能與水和醇等極性較強的溶劑親和，使溶媒易于向細胞內(nèi)部滲透擴散。PriceElasticity

價格彈性

Theresponseofconsumerstoachangeinpriceismeasuredbythepriceelasticityofdemand.需要價格彈性是指需要的數(shù)量變化的百分比，比上價格變化百分比

學(xué)校以及接受學(xué)生參加教育教學(xué)活動的單位必須采取有效措施，為學(xué)99PriceElasticityThepriceelasticityofdemandisthepercentagechangeinquantitydemandeddividedbythepercentagechangeinprice.PriceElasticityThepriceela100PriceElasticityThepriceofpopcorngoesup20%andthequantitydemandedgoesdown10%.(E)=percentagechangeinquantitydemandedpercentagechangeinprice=–10%20%–0.5=Theelasticityis:PriceElasticityThepriceofp101Elasticvs.InelasticDemandDemandcanbeelastic,inelastic,orunitaryelastic.有彈性的沒彈性的，以及單一彈性。

Elasticvs.InelasticDemandDe102ElasticDemandDemandiselasticiftheabsolutevalueofEisgreaterthan1.Consumerresponseislargerelativetochangeinprice.如果價格彈性大於一，我們說需求是有彈性的，消費者對購買量的變動大於價格的變動ElasticDemandDemandiselasti103InelasticDemandDemandisinelasticiftheabsolutevalueofEislessthan1.如果需要價格彈性少於一，我們說需求是沒有彈性的，例如前面研究爆米花彈性是0.5

Consumersarenotveryresponsivetopricechanges.InelasticDemandDemandisinel104UnitaryElasticDemandDemandisunitaryelasticiftheabsolutevalueofEequals1.Thepercentagechangeinquantitydemandedisequaltothepercentagechangeinprice.如果價格彈性等於一，我們稱需求為單一彈性，在這例子裡面，需要數(shù)量變化百分比，比價格變化百分比完全相同，需要變化數(shù)量百分比價格數(shù)量相同。

UnitaryElasticDemandDemandi105ElasticityEstimatesElasticityEstimates106ElasticityEstimatesProductsthathaveelasticdemandsareairlinetravel,freshfishandnewcars.Productsthathaveinelasticdemandarecigarettes,gas